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Smartphone Market Share

Vendor Data Overview

Smartphone vendors shipped a total of 355.6 million units worldwide during the third quarter of 2018 (Q3 2018), resulting in a 5.9% decline when compared to the 377.8 million units shipped in the third quarter of 2017. The drop marks the fourth consecutive quarter of year-over-year declines for the global smartphone market.

IDC believes this is the result of economic instability and low replacement rates in some highly penetrated markets and it should return smartphone shipments to overall growth soon in 2019 driven by the growing premium segment, the introduction of flexible screens, and ongoing 5G developments. Huawei remained successful in maintaining second position in Q3 2018 and added a second consecutive quarter since Q2 2010 where Apple has not been the number one or two smartphone company in terms of market share. Huawei delivered shipments of 52 million units to move into the second position with a market share of 14.6%. Samsung maintained a clear lead although growing competitive pressures took a toll on YoY growth. While Apple ranked third in terms of market share, it continues to grab the lead share in revenue during the quarter.

Smartphone Vendor Market Share

Quarter 2017Q1 2017Q2 2017Q3 2017Q4 2018Q1 2018Q2 2018Q3
Samsung 23,2% 22,9% 22,1% 18,9% 23,5% 21,0% 20,3%
Huawei 10,0% 11,0% 10,4% 10,7% 11,8% 15,9% 14,6%
Apple 14,7% 11,8% 12,4% 19,6% 15,7% 12,1% 13,2%
Xiaomi 4,3% 6,2% 7,5% 7,1% 8,4% 9,5% 9,5%
OPPO 7,5% 8,0% 8,1% 6,9% 7,4% 8,6% 8,4%
Others 40,2% 40,1% 39,6% 36,8% 33,2% 32,9% 33,9%
TOTAL 100,0% 100,0% 100,0% 100,0% 100,0% 100,0% 100,0%

Samsung once again remained the leader in the worldwide smartphone market despite a 13.4% decline in shipments from last year. The flagship S9/S9+ and Galaxy J series helped drive the shipments during the quarter. However, the company continued to take hits from growing competition, particularly Chinese players.

Huawei Huawei maintained its second position based on global market share surpassing Apple for the second consecutive quarter as well as continues to lead the China smartphone market with13.4% YoY growth in Q3 2018. Huawei's P20/P20 Pro series found strong demand in the US$600<$800 price segment, helping Huawei build a high profile in the global market while its extended distribution network remained the driver to push its presence in the domestic market.

Apple remained at the third spot as it did in Q2 2018. Apple shipped 46.9 million iPhones, representing modest growth of 0.5% over the 46.7 million units shipped last year. The freshly launched models (iPhone Xs and iPhone Xs Max) helped the company drive shipments at the high end while iPhone X and iPhone 8 remained a top seller in many markets. Appleā€™s new high-priced models helped its ASPs to witness double-digit growth during the quarter on an annual basis.

Xiaomimaintained its fourth position globally with 19.6% YoY growth in Q3 2018. It remained ahead of Samsung for the number 1 position in India, one of its major markets, during the quarter. Redmi 5A, 6A, & Note 5/5Pro were a few famous models during the quarter that helped the company to keep up the pace. Xiaomi continued its effort to grow in foreign market through channel partnerships while witnessed its first annual drop in the domestic market during the quarter.

OPPOcontinued to face a slowdown in key markets like India and most of Southeast Asia as it eased back on its aggressive marketing and sales activities in the region. Overall, the company witnessed decline of 1.9% over last year. Its low-end models remained popular throughout the quarter.

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